AMA Madison | The Social Media Academy's NCP Model and LinkedIn

Applied Social Media for ppBusiness

The NCP Model and LinkedIn

AMA Madison, March 9, 2010

Wendy Soucie25 years + experience B2B ‐manufacturing / professional service firms.

Unique focus ‐ technical products and engineering.

Based in the Midwest with national reach.

© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved

Traditional MarketingTraditional Marketing

© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 2

New Channel ApproachNew Channel Approach


Social media state of the unionSocial media state of the union

• Lots of placesp

• No models for ROI

• Endless discussions

• Random engagements

• Infrequent use of many toolsInfrequent use of many tools

• Lots of groups and organizations

• Growing networks limited filteringGrowing networks limited filtering

• Free software little or no accountability

© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved4

How to use it for corporate marketing dept.?

How to get startedHow to get started

AAssess

StrategyApply StrategyModel

Action PlanMeasure Plan

Select ToolsTools


Social Media Business StrategySocial Media Business StrategyGoal16 000 ft16,000 ft

Strategy

Tools

6© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved

Social Media TacticSocial Media Tactic

Business NetworkingBusiness Networking• Profile summarizes professional expertise and accomplishments

• Networking capabilitiescapabilities

• Professional & interactiveinteractive

• Allows for user generated content

Social media tool ‐ LinkedIn


Possible goals and objectivesg j

Extend your geographic reach

k f l iMake referrals easier

Manage your online reputation

Lead generation

Product development ‐ Gain new insights

Discover inside connections

Humanize your business

Thought leadership

Strictly for business9

Strictly for business© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved

Strategy ‐ BrandingStrategy BrandingPersonal

O 7000 h i fil– Over 7000 characters in core profile

– Applications enhance portfolio

Company– Company message and info standardized

– Collects past and current employees

– Makes your company easy to find


How does the network workHow does the network work


Create a strategyCreate a strategy

Let’s get started

• What do you want? • Where will you find it?Where will you find it?• What you will do? • Where you will do it? y• Who will help you? • Where do you want to be in 3 months? One year?

• How will you get there?


Apply NCP Model

Network – start with profile setup then

Apply NCP Model

focus on the nature of the network

Contribute value to the ecosystem thenydevelop trust

Participation in your contribution is the

Social Media Academy NCP Model

p yconfirmation of success and the “social media ROI”.

You want others to participate in YOURcontribution. You want BUZZ


NCP Model ‐ NetworkingNCP Model Networking

Network size does matterNetwork size does matter

large or small (It does matter)• Start with friends alumni colleagues customers• Start with friends, alumni, colleagues, customers

• Groups and associations

• Partners and vendorsPartners and vendors


NCP Model ‐ ContributionNCP Model Contribution

Contribution in the eco system is moreContribution in the eco system is more important– Counting blog posts questions– Counting blog posts, questions…

– Counting video, events, knowledge posts, presentationspresentations


NCP Model ParticipationNCP Model Participation

Participation through feedback orParticipation through feedback or consumption is MOST important. – Comments– Comments

– Reaction

Action– Action

– Evangelism


NCP Model ‐ LinkedIn

Determine Business Goals First

Profiles Network Search Communicate Business Profiles Network Search Communicate Applications

17© Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved


Step 1 ‐ A GREAT LinkedIn Profilep

Your Identity on LinkedInyConsider it your Biography and BrochureMatch the official company profile story

/Microsoft Word – Create/Store Master TextUse Firefox Browser

MARKETING‐ORIENTED, Focused on KEYWORDS that attract others

19© Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved

KEYWORDS that attract others


What size network?

h bi k?• Why a big network?– More prospects– More INBOUND calls– More respect, sought after

• Why a smaller network?– Control communications – Verify first tier connections


Build your LinkedIn network ‐ InviteBuild your LinkedIn network Invite

• Only invite people already on LinkedIn!• Invite individuals• Invite Small Groups of individuals• Invite a LARGE Group – generic messagep g g• Invite Super connected people


23© Copyright 2003‐2009 ‐Integrated Alliances ‐ All Rights Reserved

Name (Re)searching( ) g

Before contacting someone…g

• Do a little research

• Look them up by NAME

• Look up COMPANY NAMELook up COMPANY NAME


Tier 1

Tier 2

Tier 3


How to contact someone

Tier 1 (easier):( )– Messages – Notes between connected parties– E‐Mail – Connected parties see each other’s E‐Mail address


How to contact someone

Tier 2 and Tier 3 (harder): Need emailTier and Tier 3 (harder): Need email– Invitations – one invites another to connect– Introductions – A request to be introduced ‐ 2’S only– InMails – Contact anyone directly (Business Accounts)


28© Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved

For the Channel People…For the Channel People…

S l P tiSales Prospecting

Marketing ‐ Online

Business Partnerships

Executive NetworkingExecutive Networking

Staffing and Recruiting

Ch l P t R l tiChannel Partner Relations


On the Marketing Side…On the Marketing Side…

• Join the right LinkedIn Groups• Join the right LinkedIn Groups• That’s where the partners and customers are!

Telecom Groups Microsoft1,226 Groups 1,614 Groups

Better yet, start your own LinkedIn Group!30

© Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved

LinkedIn GroupsLinkedIn Groups

Join at least 5‐ 20 Groups

50 Groups and 50 Subgroups allowed

Groups in your profession, geography

Groups where customers/partners are

Click Logo OR Text to join from Profiles


Using Groups for NetworksUsing Groups for Networks

Why joinWhy join• Mini organizations• Most every interest

G l h b d• General or geography based groups

Group Statistics•425,000 Groups•Create/Manage up to 10 groupsCreate/Manage up to 10 groups

•JOIN up to 50•Largest group is almost 200,000

bmembers

•Takes 5 minutes to setup© Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved

32

Q & AQ & A

Your questions?Your questions?

B2B Example Using NCP ModelB2B Example Using NCP Model


Professional Services (Engineering)Professional Services (Engineering)

• GOAL: Face to face meetings, increase l i h l i hiproposal success with relationship

building

• OBJECTIVE: Drive people to Website, look as big as they are consistencylook as big as they are, consistency across offices and states

• STRATEGIES: Listen, thought leadership, track market conversations becometrack market conversations, become the trusted resource


Professional Services Firm ‐ TacticsProfessional Services Firm Tactics

LinkedIn

Profile #1

Industrial BusinessGovernment Profile #1

Sponsored Groups

Join Group

Government Commercial Business

Mtgs & Network

Blog

Articles

NewsletterFacebook Fan

Page

Value Content Generation

Value Ezine

Twitter

Brand Profile


• FUTURE: FaceBook, Twitter

Professional Services ‐ AssessmentProfessional Services Assessment• Site: LinkedIn

– Profiles: complete, keyword emphasis, group, affiliationsp , y p , g p,– Branded: company profile, experience, summary, specialties– Consistent message– Search optimized keywords

• Competition: 22 companies– Evaluate– Rank

• Employees: 300 total, 100 profiles, 25 pull into company • Customers: 275 total, 75 profiles from those companies• Partners: 15 total, 13 profiles from those companies• Potential: 1000+ companies on LI that fit target size• Group: 1100+ Wisconsin executive groups• Applications: Slideshare, Box.net, TripIt


Professional Services ‐ NetworkProfessional Services Network

LinkedIn: Devote regular timeLinkedIn: Devote regular timeNetwork: direct connections, groups, clients partnersclients, partners

Invite after face to face events

Target companies in states withTarget companies in states with offices.

Track growth on LinkedIn, email signup for newsletter, leads phone calls


leads, phone calls

Professional Services – ContributeProfessional Services Contribute

Value to network: targeted education g– Box.net, Ezines, Howto.com, Small Business pub.Types: articles, whitepapers, comments, Q ti lid t tiQuestions, slide presentationsAdd recommendations for othersAdd commentsAdd commentsQ&A

Track incoming referral links, #comments, #downloads, slideshow favorites, #downloads,


Professional Services ‐ ParticipateProfessional Services ParticipateLinkedIn

Q & A, group discussion, news sharing

Introductions

Recommendations

Slideshare comments

Referrals

Track growth, #comments, #referral links, #responses to Q&A


, p

Q & AQ & A

Your questions?Your questions?

ResourcesResources• Books

– Rock the World with Your Online Presence by Mike O’Neill• Most up to date LinkedIn book www rocktheworldbook com• Most up to date LinkedIn book www.rocktheworldbook.com

• Blogs– LinkedIn ‐ http://blog.linkedin.com– Integrated Alliances http://www.integratedalliances.com/blogIntegrated Alliances http://www.integratedalliances.com/blog– WSC Blog ‐ http://www.wendysoucie.com– End Result Marketing – http://endresultmarketing.com/blog

• Slide Presentations– http://www.slideshare.net/wsoucie

• Social Media Assessment – Citrix Go to Meeting/Webex– http://www.wendysoucie.com/social‐media/citrixwebex‐social‐media‐assessment‐by‐p y y

social‐media‐academy‐alumni/

• Photo credits – Istockphoto.com and Wendy Soucie

We provide: Technical Product Expertise

f i iManufacturing experienceSocial media assessmentsMarketing best practicesg pThought leadership strategiesSocial media building blocksTraining on tools and strategyTraining on tools and strategyImplementation help and coaching

Network Contribute Participate© Copyright 2003‐2009 – Wendy Soucie Consulting and Integrated Alliances ‐ All Rights Reserved 43

Network . Contribute . Participate

Contact Wendy Souciey

Engage with your customers.Enter the conversation. Engage with me.

Wendy Soucie Consulting, LLC

Applied Social Media for Business

608‐225‐1985Social web links:http://xeesm.com/[email protected] avail on slideshare.net/wsoucie


Strategic Alliances

• Wendy Soucie Consulting • Founder/Principal

• Integrated AlliancesR i l E ti Di t WI• Regional Executive Director – WI

• End Result Marketing • Social Media StrategistSocial Media Strategist

• Social Media Academy • Certified Social Media Consultant• Founding Gold Member and Alumni• Black Diamond Consultant
